Health information in the developed world exists in vast quantities, not only for the general public but also for health professionals. Much of this information depicts good health in terms of vigilance against the failings of our own bodies. This serves to create dependency on a high tech, commodity health system.

Context:

The style of language and the content of information are very important in how information makes people perceive the world. Authors in many fields have noted patterns of communication that create distrust and enforce dependency by emphasizing danger from external, uncontrollable forces. If people have a sense of helplessness in the face of this threat, they do not act upon their own feelings and perceptions.

Discussion:

Negative language has the effect of emphasizing threats, magnifying fears, and creating dependency. Reminding people of their mortality tends to make them hold more closely to traditional culture (Pyszczynski, Solomon, & Greenberg, 2003); this has implications for mental health, and can also be used to influence mass opinion and behavior. A recent example is the US administrations use of language to create fear and mistrust among the public by creating the specter of a constant external threat (Brooks, 2003).

Much health information, especially advertising from hospital corporations and pharmaceutical companies, uses this technique. A paternalistic (doctor knows best) and commodity-driven medical system produces an endless stream of information that encourages the perception that natural processes, such as growing older or pregnancy, are fraught with danger. This inhibits the spread of health information that is not based on the treatments that this system has to offer.

Language may not only be negative; it can also be empty (Brooks, 2003); complex issues are broken down into broad statements with little meaning. In health care information, this pattern of communication places the cause of ill health on the individual. The complexity of individuals relationships to the world they live in and the effects on individual health of pollution, poverty, and unhealthy social norms and values are ignored. People come to construe healthy behavior in terms of dependency on a medical industry that constantly invents not only new cures, but new diseases for the cures it already possesses (Blech, 2006).

Empty language is like empty calories. It tastes good and you can eat a lot of it, but you dont obtain much benefit. A great deal of health information tempts us to feel that we are well-informed. We are bombarded by advertising and public health campaigns that do little more than create mistrust of the inherent healthy processes we possess. To reduce complex health issues to taking a pill ignores peoples emotional needs and the complex connection between body and mind; instead it emphasizes the negative aspects of their health.

The use of estrogen replacement in post-menopausal women illustrates this. Estrogen replacement was pushed on women as a way if combating the problems of growing old such as osteoporosis, heart disease, memory loss and drying skin. The unspoken message was that there was something wrong with growing old that taking medication could correct it. Preventative approaches, that emphasized a lifetime of healthy behaviors and the inherent correctness of aging, were ignored.

In pattern 47, Health Center, Alexander et al. (1977) describe a medical system that emphasizes sickness over health. By contrast, they show the Pioneer Health Center in Peckham, an experiment from the 1930s, as an example of medical care that focuses on health instead of sickness. In the same manner, health information must distinguish between healing and medicine. We need to hear messages of what is right with us and what needs to be done to stay in touch with the inherent health of our bodies.

Many alternative health practices, such as yoga, polarity treatment, or acupuncture focus on the inherent healthiness of the body. In these practices, the underlying concept is on healing, the natural process by which the body repairs itself. The rise of alternatives to conventional medicine reflects, in part, the lack of substance people feel from the information they receive after a visit to a doctor. Health-related discussion forums, that include both lay and professional perspectives but avoid the disease-mongering (Marshall & Aldhous, 2006) influence of industry funding, offer a way to make sense of information from various health related sources without falling victim to negative language and information; people put information into the context of everyday life and validate positive perceptions of themselves. This type of information has substance to it, not only because it is active rather than passive; it has the positive effect of engaging people in independent, creative thinking.

Solution:

Health information should emphasize the idea that people are inherently healthy. It must inspire trust in the bodys ability to heal itself, once a healthy path has been taken. Where information of this kind is insufficient, either create it or supplant it with participant-controlled interactive forums.

Verbiage for pattern card:

Health information in the developed world often depicts health in terms of vigilance against external, uncontrollable forces. This fosters distrust and dependency on a high-tech, commodity health system. Positive Health Information is built on the fact that people are inherently healthy. It inspires trust in the body's ability to heal itself, once a healthy path has been taken.